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The "Colbert Report" host makes a case for the other variety series, reminding voters that "it's not about Emmy, it's about Emm-us."

With voting getting underway for this year's Primetime Emmy Awards, Stephen Colbert is hitting the campaign trail... for his competition.

The Colbert Report host and executive producer has taken out a For Your Consideration ad, appearing in this week's issue of The Hollywood Reporter, in which he makes a pitch for Jimmy Kimmel Live!, Late Night With Jimmy Fallon, Real Time With Bill Maher, Saturday Night Live and perennial winner The Daily Show with Jon Stewart.

"Stephen Colbert urges you to at least consider these other fine shows," it reads, above a smiling Colbert gesturing towards his fellow nominees. "It's not about Emmy, it's about Emm-us."

The gesture, targeting voters for the outstanding variety series, comes on the heels of seven consecutive nominations for the Comedy Central show -- and seven consecutive losses. Colbert has fared much better in the writing category. He's topped many of the aforementioned competition twice before, most recently in 2010.

And this is not the first time Colbert has blurred lines with Emmy voters. In 2011, Late Night With Jimmy Fallon's For Your Consideration spot included an image of Colbert guesting on the NBC broadcast to spoof the Rebecca Black song "Friday." The host lovingly chided Fallon in a segment on his show. "My picture is clearly sending the subliminal message, 'Stephen Colbert thinks Jimmy Fallon should have an Emmy,' he said. "'Well, I do not think that."

Well, it turns out that he might after all.

The Colbert Report is nominated for six Emmys this year, the most it has scored since first entering the fray in 2006.